Want to increase the effectiveness of your PR efforts? Here’s a great article by David Seaman (written for entrpreneur.com) about how to write effective press releases.  It’s a well written, easy-to-understand article with solid examples.

Obviously he practices what he preaches.  Read the article here.

We’ve added several new ‘Blue Papers’ (our version of white papers) for you on a wide variety of topics. None of them are out to sell our products – they are 100% useful, actionable content for your organization. Topics range from ‘Getting Started with Word of Mouth Marketing’ to ‘Memory Training’ and ‘Wellness Programs’ to ‘Teamwork’. We’ve got more than 40 of them out there – all free and no strings attached (won’t even ask for your email!). Many of them are available as MP3’s and you can subscribe to the podcast versions on iTunes.

Have a look (or listen!) and let me know what you think. If there’s a topic you’d like us to cover let me know that too!

If memory were a muscle, you”‘d enroll your employees in regular strength-training exercises. You might even lead morning calisthenics! After all, memory can help your sales staff seal the deal by forging stronger personal connections with clients.

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NOTE: Originally I was going to do 12 ’mini-case studies’ about some of our customers, but we’ve got many more than 12 so I’ll just continue to post them over time. Love the ‘we set our standards and stick to them’ quote in this one. It’s a very simple statement, but incredibly powerful if you actually operate that way!

Growing Minds, Preparing Youth
Trinity Christian Academy, Dr. Marsha Barber

Trinity Christian Academy of Willow Park, Texas, isn’t your ordinary college preparatory school. Because, instead of preparing high school students only, TCA starts as young as possible – with Pre-kindergarten youth.

In fact, its approach has become so popular that every year the school has begun to add another class to each grade to accommodate such tremendous growth.

“We have waiting lists for some grades because we simply don’t have the space,” said Dr. Marsha Barber, chief administrator for Trinity Christian Academy. TCA plans to accommodate such growth through building another facility to house middle and high school students, fueled by an ongoing capital campaign.

But, TCA wasn’t always home to more than 400 students. When the school first opened in 1993, it had only 10 elementary students on its school roster, taught by two teachers.

Dr. Barber credits Trinity Christian Academy’s growth to its small class sizes, strong academics, character training and Bible-based curriculum. In 2008, TCA celebrated its 15-year anniversary.

“We put a good product on the market and do what we say we do,” said Dr. Barber. “We set our standards and stick to them!”

And, it’s paying off, as 100 percent of TCA’s last three graduating classes are currently attending colleges around the country.

Trinity Christian Academy also witnesses growth as a result of using promotional products as a way to spread awareness throughout the community, and as tokens of appreciation to grandparent organizations as well.

“Word of mouth has been the best form of advertising in establishing a good reputation in the community. Promotional items are great ‘thank yous’ and ‘leave behinds’ at community organizations,” expressed Dr. Barber.

Leveling the Playing Field
En-Vision America

For the blind or visually impaired, it’s common to use rubber bands or small, textured objects as prescription medication differentiators.

Or, it was.

Fortunately, those days may be over thanks to Normal, Ill.-based En-Vision America. For more than 12 years, the family-owned company has provided product barcoding services to the blind and visually impaired population.

Its next feat? The prescription drug market.

“After pharmacies place an RFID encoded label on the prescription, a multi-language handheld reader can voice the label information, warnings, side effects and overdose information to its user,” detailed Anna McClure, sales representative for En-Vision America. “The ScripTalk Station reader literally provides ‘help, at the touch of a button!’”

En-Vision America’s talking bar code scanner product database is the largest of its kind, housing more than 2 million unique items. From DVDs, to groceries and hardware tools, the company’s revolutionary service assists more than 20,000 customers in the United States, Canada, England and Australia.

“We’ve grown so much due to the blind community itself. They’re an action group in that, when someone finds something great, they tell other people about it right away. Word of mouth has been huge in delivering success through the years,” said McClure.

Another increasingly important part of the company’s growth lies in the use of promotional products to increase awareness . and, to have fun, of course!

“At one of our national product shows, we ran a game where participants had to use the I.D. Mate OMNI reader to sort through items. If they beat the clock, they received a logo’d T-shirt or water bottle. Everyone had a blast while witnessing the product’s potential at the same time,” said McClure.

En-Vision America keeps customer service at the forefront as well, consistently ensuring its users are comfortable with their product choices. In fact, a group of the company’s employees recently took a detour while en route to a conference to assist a gentleman in using his purchase correctly.

Now that’s going the extra mile to serve the customer.

“Being a family-owned business, we always realize how important it is to serve the needs of family, friends and those close to you,” said McClure. “If that means forming that personal connection or going above and beyond, we’re going to do it.”

Workforce for the Future
Odle Management Group

Leland Missionary Baptist Church held its 7th Annual Youth Tent Revival July 28-July 30, 2008.
Reverend Cecil A. Poe is the Pastor.  OMG was on hand for the entire event lending a helping hand.
The Community of Brightmoor attended the sessions held from 6:00 p.m. -9:00 p.m.  Many of the
youth in attendance were introduced to Job Corps for the first time.  Sisters Lori and Constance
Darby were excited learn about the Single Parent Program available at the Flint Genesee Job Corps
Center.  They completed an intake application and are planning to move forward in the enrollment
process.  Two new additions to the OMG Job Corps family.  It was a successful event.

Simply put, Lisa Odle and her team give 16-24 year-olds from disadvantaged backgrounds the skills they need to succeed.

The Scottsdale, Arizona-based company recruits young men and women for education, training and job placement, under a contract with the U.S. Department of Labor Job Corps program.

Some dropped out of high school.  Others lack job skills or independent living skills.

Odle Management Group helps fill the gaps, helping young adults become self-sufficient and succeed in the workforce.

“The ultimate goal is to place them in meaningful careers, so they become self-sufficient,” said Lisa Odle, President and Founder, Odle Management Group.

Odle spent most of her career working in the Job Corps program.  Working in both regional centers and the corporate office, she gained a sense for the importance of innovation in programming and recruitment.

Odle Management Group mixes traditional newspaper and radio ads with ads on MySpace, city buses, door-to-door information drops.  Outreach counselors connect with guidance counselors, immigration agents and others to broaden their referral network.  Community festivals and outreach fairs are important recruitment events.

Promotional products help raise awareness about the programs and boost enrollment.

At outreach events in metropolitan areas, the team hands out sun visors, umbrellas or CD cases to entice attendees to learn more about Job Corps.  When outreach admissions counselors make visits to guidance counselors, immigration agents and others who interact with 16-24 year-olds, they distribute goofy pens.  When students enroll in the program, backpacks emblazoned with the Odle Management Group logo help them keep their papers in order.

In 2004, the company had one Department of Labor contract and recruited 2800 young adults.  By 2007, the company had identified and trained nearly 9,000 young adults at Job Corps Centers in 5 states.

“We are consistently applying our best and promising practices,” Odle said.  “That has been a large part of our growth and development for the past three years.”

Nothing Less Than the Best
ADS Corporation

When working for the Office of Naval Research (ONR), ADS Corporation sticks by its tried and true motto: We hire the best, expect the best and strive to be the best.

And, it’s paid off. ADS Corporation has been providing support to ONR since 1996 and has quickly grown from an initial three-person company to now more than 20 employees. The company’s dedicated team provides financial and budget analysis, engineering, science and technology program management and special process studies to ONR on a regular basis.

“A lot of times customers don’t want us out of their sight because we provide such outstanding support!” said Traci Ince, vice president of sales and marketing for ADS Corporation.

Ince credits the company’s success to the impeccable standards set and upheld by President and CEO Garry Perkins. ADS Corporation employees believe that quality is everything, and anything less than perfect is unacceptable.

“Your deliverables in a services-type industry speak for themselves,” expressed Ince. “Everybody wants to do well and provide valuable input and deliverables to their customers. Our customers respect our employees and value their services.  ADS has many internal rewards programs in place so you want to succeed and thrive!”

One such reward program, titled “On the Spot Awards,” honors employees who go above and beyond their normal job description with an immediate $250 bonus and a certificate of appreciation. Other reward programs include an end-of-the-year profit sharing bonus, a wellness reimbursement program and a “new employee welcome kit” that is stocked full of promotional pens, coffee cups, lanyards and a logo’d polo shirt. Coming in 2009, ADS will instate flexible spending accounts as well.

Incentive reward programs at ADS Corporation have contributed to a heightened sense of employee worth, morale, increased production and overall customer satisfaction. And, not to mention, significant company growth as well.

“We now have a reputation for bringing in the right people to do the right job,” said Ince. “Competition is fierce and ADS has really had to shine and show our services are superior, and it’s paid off in repeat and new customers.”

Improving Life, Three-fold: Kitties, Neighbors and Cities
No More Homeless Pets KC

No More Homeless Pets – Kansas City volunteer Debra Sweeten talks with Kathy Rodriguez
at an outreach event, where the organization handed out imprinted koozies and pens.

marke

Spreading the word leads to growth
Traders Point Christian Academy

Traders Point Christian Academy has a 33-year history of helping develop well-rounded and spiritually mature adults.

Started in 1976 as a pre-school, the non-denominational Christian School was originally located adjacent to its namesake church.  But, after years of growth, the K-9 school needed its own, state-of-the-art facility.

“We’ve just continued to grow,” said Linda Becker, registrar, Traders Point Christian Academy.  “Our staff are seasoned and experienced.  Our first headmaster was with us for 21 years. Our new superintendent also has over 25 years of experience in the Christian high school and college areas. It’s that history and future that make us different.”

As a small, private, accredited school of 550 students, Traders Point Christian Academy uses print advertisements, open houses, word-of-mouth marketing and a Web site to build awareness.

Promotional products are an important part of the mix.

When a family is considering enrolling their student at Traders Point Christian Academy, the school invites the student to be a guest for a day, shadowing another student and learning what school life is like.  At the end of the day, each student guest receives a water bottle, imprinted with the school’s logo, as a remembrance of their visit.

At public events, like the county fair or street fairs, the school hands out imprinted items, to build awareness of their programs.

Leaders say the reputation the school has built over the last 30 years is key in recruitment efforts.

“We have families who leave us because they are relocated to another city or state,” Becker said.  “They often tell us that they couldn’t find another Traders Point in their new location.”

The school is now planning another expansion-to offer 10th, 11th and 12th grade coursework in the next three years.  The expansion provides the school another opportunity to build on the reputation that began with a small pre-school in 1976.

On-demand Delivery, On Time
Pronto Delivery, Chad Roberts and Tiffany McClure

In a world full of FedExT and UPST drivers, how can a small-business courier, freight and logistics company survive? Through staying on top of customer needs and offering unparalleled service, that’s how!

Pronto Delivery of Dallas-Fort Worth, Texas, differentiates itself from the industry’s heavy hitters through providing a variety of quick, on-demand services – a practice not typical to other delivery giants.

“We work directly with each customer to find the cheapest routes, using the best equipment,” said Chad Roberts, sales manager for certified woman-owned Pronto Delivery. “Almost anyone can start a courier or delivery service, but our experience and ability to quickly respond to customer needs is what makes us stand out.”

Although Pronto Delivery’s main focus is regional, its services are available nationwide as well, serving more than 8,000 clients on an annual basis. Its delivery capabilities range from light-weight envelopes to 48,000 pounds of freight. The company also offers warehousing, distribution and cross-docking services.

With a fleet of more than 200 vehicles, Pronto Delivery has recently begun to focus on acting proactively rather than reactively to stay in the competitive game.

“We do a lot of planning ahead and brainstorming, trying to get every department’s opinion how we can continue to grow while keeping customers and employees happy,” said Roberts.

Nearly two years ago the company underwent a complete re-branding effort, and is still continuing to push its new brand image and increase awareness in the southwest region of the United States.

And, according to Tiffany McClure, marketing manager for Pronto Delivery, promotional products have become increasingly important in heightening brand recognition.

“We use them anywhere we can, from industry conferences to ‘cold call’ visits,” said McClure. “Rather than just giving out the usual business card, promotional products are something that can stand on a desk or fit in a purse. That impact goes a lot further than a business card!”

Pronto Delivery’s focus and investment on its new image have certainly paid off, as it has witnessed steady growth every year since its inception.